Search & Regulated Industries

Anne Kennedy, Managing Partner, Beyond Ink is modding up this panel. The room is suspected to be fairly roomy this morning, due to it being the last day. And it seems pretty empty as they start the session.

Heather Frahm, co-founder, Catalyst online is up first. SEM in the pharma industry.

Paid Search Best Practices:
- Safety information on every web site page
- Condition and brand in text/URL: one click away from safety info. Compliant and minimize destination disappointment
- Do not bid on a competitor;s brand name or trademark terms

She then showed more examples. Use negative keyword phrases, this is standard ppc stuff.

She then shows Botox's home page, and showed how they are cloaking it for Google. Showing one page to the user and one page to the search bot.

Authoritativeness - Linking Practices:
- Text links approved by regulatory team
- Links from US based sites for us approved drugs
- Careful of making claims ("cures")
- Stay away from bad neighborhoods
- Integrate your PR efforts
- Optimize your press releases
- Link back to the branded site (but some don't like to do that)

Martin Murray, Chief Executive, Interactive Return is next up.

SEM for the drink industry....

There is a wide diversity of cultural acceptance of drinking world wide. Different countries and cultures accept no minimum drinking age. He shows the various laws across the world.

The Regulatory Bodies:
- Century Council
- Distilled Spirits Council of the United States
- The European Forum for Responsible Drinking
- The Portman Group

Guidelines:
- Not have the alcoholic strength of the drink
- Encourage immoderate consumption
- Incorporate images of people under 25 years old
- Suggest any association with anti-social behavior, illicit drugs, sexual success, social success, enhanced mental or physical capabilities

Google's Content Policy:
Google won't allow ads for beer or hard alcohol (yes wine) as of Q4 2006. Now that has changed a bit, depending on the countries.

He shows examples of beer sponsored listings in the Google UK engine. In Google.com, he showed wine sponsored results.

Yahoo permits alcohol sponsored ads.

There are other concerns, for example if you go to a page on drinks, you need to enter your age in an age verification page, plus what country you are in. This can stop a bot from entering your site.